Cilt 9 Sayı 2 (2021): Business & Management Studies: An International Journal
Makaleler

Yabancı pazarlara giriş stratejilerini belirleme: Analitik hiyerarşi süreci (AHP) tabanlı bir analiz

Metin Çakıroğlu
Arş. Grv., Giresun Üniversitesi
Esin Can
Prof. Dr., Yıldız Teknik Üniversitesi

Yayınlanmış 2021-06-25

Anahtar Kelimeler

  • Türk Çokuluslu İşletmeleri,
  • Pazara Giriş,
  • Pazara Giriş Stratejileri,
  • Analitik Hiyerarşi Prosesi
  • Turkish Multinational Enterprises,
  • Market Entry,
  • Market Entry Strategies,
  • Analytical Hierarchy Process

Nasıl Atıf Yapılır

Çakıroğlu, M., & Can, E. (2021). Yabancı pazarlara giriş stratejilerini belirleme: Analitik hiyerarşi süreci (AHP) tabanlı bir analiz. Business & Management Studies: An International Journal, 9(2), 714–736. https://doi.org/10.15295/bmij.v9i2.1776

Özet

Günümüzün küresel dünyasında gelişmekte olan ülkeler hem bir pazar olarak hem de uluslararasılaşma stratejileri doğrultusunda bir dış yatırımcı olarak oldukça aktif bir oyuncu niteliğindedir. Gelişmekte olan ülke işletmeleri bir veya daha fazla ülkede yatırım yapmayı stratejik olarak gerekli bulmakta ve buna göre pazara giriş yolları aramaktadır.

Çalışmada, Türkiye gibi gelişmekte olan ülke firmalarının, yabancı pazarlara girmeyi düşünen yöneticileri için, yabancı pazara giriş stratejileri alternatiflerini belirlemek ve karar almalarını kolaylaştırmak amacıyla bir metodoloji geliştirilmesi hedeflenmiştir. Metodoloji, yabancı pazara giriş stratejileriyle ilgili riskler ve belirsizliklerle ilgilenmekte ve pazara girişin hangi yolla olması gerektiği konusunda yol gösterici nitelik taşımaktadır. Araştırma farklı alternatifler arasından en uygun olanının seçilmesine olanak vermesi ve ev sahibi ülke ile belirsizlikler karşısında işletmelerin daha kolay ve daha doğru karar almasını sağlama özelliğine sahip olmasından dolayı Analitik Hiyerarşi Prosesi (AHP) ile kurgulanmıştır. Araştırma da pazara girişi etkileyen ana kriterler içinde ev sahibi ülke faktörleri en yüksek öneme sahip ana kriter olmuştur. Bununla birlikte Türk Çokuluslu İşletmelerinin (TÇUİ) farklı pazara giriş alternatifleri arasından yüksek düzeyde kontrol gücü sağlayan ortak girişim ve doğrudan yabancı yatırım stratejilerini daha yüksek düzeyde tercih ettiği belirlenmiştir.  

İndirmeler

İndirme verileri henüz mevcut değil.

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